Student Spotlight: Multiply

"The assignment was to design the branding and package for a challenging consumer product. I chose toilet paper as a majority of consumers including myself struggle most often to find the details of the thickness/quality on the product package. My research showed me that most existing packages focus on the brand name, soft colors and comforting graphics, thereby making it difficult for the onlooker to get important details regarding the product from a distance."

Designed by Ekta Mody, New York, U.S.A.

Prof. Antonio Di Spigna

Graduate Communications Design, Pratt Institute

"I named the brand MULTIPLY, as toilet paper is available in a variety of thicknesses or plies that increase the hygiene and comfort value. Attempting to solve the simple issue of convenience for the buyer, I decided to focus on the info graphic 1ply, 2ply and 3ply. This series of 3 packs clearly identifies each quality at a single glance on the shelf while indicating the product itself through the visual language."

Comments

[BJN]

The most important detail for viewing at a distance is minimized. It's bathroom tissue, but the graphic registered to me as adding machine paper. The hard edge design with sharp folds to created the numerals sends an unappealing message that the product is stiff like a paper receipt. Good looking design, but for cash register refills, not bumf.

[Dwayne]

Although I do find the numerals coming off the roll to be clever it could be softened up a bit. The colors are particularly unappealing and reminds me of shit.

[G S]

Lovely design, i like the way the fonts had been made to look like a roll of toilet paper leaving the spool. The ply concept of one - two- three and then multiply also appeals.The colors are muted but appealing. Good work

[MZP]

I quite enjoy this design - it has a more utility/functional feel to it than regular toilet paper. This minimalist look appeals to me and lets me know instantly what ply Im looking at. The dramatic shift from the typical toilet paper package design (soft hues, warmth, comfort etc) into a more direct "adult" design is refreshing to see. The designer noted that the information was the emphasis of the design rather than the "comfy" visual language of the toilet paper graphics - that said, I believe the student has created a successful and effective product design.

[Sam]

I don't like the color because (1) it will be buried amongst the multitude of existing, more colorful tissue brands, and (2) the brown shades signify... I hope it's not what I'm thinking.

[Chuck]

I find this to be both appealing and a solution that works. When I'm shopping for toilet paper (or any household paper products) I have difficulty finding the information I need (like ply count, tissue count and how many sheets, etc.) At least this design gives me some information right in the name and I find the graphics different, appealing and in fact, enough for me to possibly make a purchase just because this is different enough from the competition.
I realize this is a student design but I feel it was well thought out.

[JB]

Looks like if B&Q(the hardware store) did bog roll - its very reminiscent of sandpaper design....very hard on the backside!.....personally I dont want everyone looking at what 'ply' I'm after......I think I'll stick with the soft comforting colours thanks.

[FYI]

Soft colors? um "doody" is more like it, This just makes me think of "2", I much prefer cute doggies and dancing bears and blue sky.

[Me]

Love the idea of the large plies fashioned out of tissue, but agree that it looks like a harsh paper receipt roll. I do work on bathroom tissue packaging, and there is a reason to use soft colors and imagine - thinking of the end use, you don't want anything to suggest the product is rough.

Also, with that much ink coverage it isn't clear how many rolls are in the pack until you're able to be close enough to further read the package. The 5 x 5 rule: consumers should get their information by looking at a package in 5 seconds from 5 feet away; important to communicate what it is and how much of it there is in a quick read.

The colors are not traditional for the category, but will certainly give you differentiation at shelf - look like they'd be a match for a more eco-friendly pack (tissue made with higher percentages of recycled fiber).

Couldn't read the small type in the images, but hopefully it's the net quantity statement (size of individual sheets, square footage, etc) - there are fair packaging guidelines that need to be followed, and it is legally required to be a certain size based on the area of your principle display panels. It's not pretty and it's boring, but it is required though you can propose an aesthetically pleasing way of including it.

Would have loved to see the side and back panel treatments. Overall you're off to a good start; nice to see students tackling less glamorous products and giving their fresh eyes to the design.

[Mcki]

Very good work. I like the number graphic and minimalist design. But from a woman's perspective, I think the design would appeal more to single men; it's quite masculine, especially considering the camouflage colors. Even the fact that the focus is on the thickness of ply is manly. It's no frills and straight to the point, but doesn't reveal anything about the softness and comfort aspect of tissue paper.

Some slight tweaks will enable it to accomodate a larger demographic. Nevertheless, excellent work. If I saw it on a shelf, I'd buy it for my boyfriend.

[DBM]

The over all design is excellent. I liked the color scheme as it would be different from the usual toilet rolls you see on the shelves. AM sure that the cover paper is eco friendly. The concept is very original and good.

[JackPack]

At first, this packaging create an impact as it stand out from the regular products category.

But then, the weakness of this concept is that it doesn't relate to real world, like most students exercises. It's purely stylistic but doesn't command attention, other than the curiosity it provokes.

Every customers are used to buy one or two brands at most in this category and they are perfectly aware about the features they are looking for. And unless you are going to the toilet at Wendy's, no one use one ply toilet paper...

If existing products are using cats, teddy bears and muse to sell their products, it's because people wants their anus to be treated nicely, not with industrial looking packaging. But this kind of design would work well at Staples to sale photocopy paper.

[Raider Minoo]

Oh, finally a toilet paper without flowers and happy kids! I love it's minimalist and practical design, finally something that would fit my bathroom!

[SamMiddleton]

Try adding some perforations or normal imperfections that toilet paper would normally have to help soften the look, and maybe choose colors that are a little less earthy and a little more vibrant (possibly based off of a lighter blue, but not too light.) Otherwise, it's a fantastic design that breaks away from the normal clouds and babies.

[Alex]

The whole idea is very clever, but there are so many flaws here. Just to name a few...

1) The "number idea" is a great one, but the edges are much too sharp and I don't want the word "sharp" coming to my mind when I think of toilet tissue.

2) When I very first saw this photo, I thought of a CD duplicator or some kind of machine that does something with CD's. So, I think the artist should seriously consider adding some definition to the actual roll of tissue. Doing so would even soften up those sharp edges created by the numbers.

3) TERRIBLE choice of colors! All I can think of is shit! My advice, pick a more unisex color scheme.
What about women who look at this packaging, they'll be immediately turned off and if you ask me, WOMEN use more tissue than men. That hasn't been scientifically proven, but I think it's true!